Customer experience training
Our customer experience training experts have been working in learning design and facilitation for over 20 years. But what really differentiates our team is their in-depth knowledge of customer experience. For the last ten years, they’ve played an essential role in helping us deliver smith+co customer experience programmes in the USA, Asia and Europe. They know the difference between ‘standard’ training that delivers good customer service and ‘branded’ training that delivers a great customer experience.
Smith+co’s 6 training principles
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We begin by getting absolute clarity on what your customers expect and value from your brand, and how they want to experience your brand through your people and the service they deliver.
We can then identify the skills and behaviours your people need to deliver your brand, consistently, to every customer, every time. This ensures the training we design is fully aligned to what your brand stands for, and to the promise you make to your customers.
Delivering the brand promise is the key focus throughout the training design process and the central message of each element of the learning solution. It keeps things clear, simple and joined up.
If you want to create a differentiated, branded experience for your customers, you need to create a differentiated training experience for your people.
We apply our knowledge of how adults learn to create experiences that engage your people - training done WITH them and not TO them!
We know that people own what they help to create - that’s why we design training experiences that make people feel valued and involved, and enable them to bring their skills, talents and ideas to the customer experience. What you then get is real commitment to, and ownership of, the customer experience.
We know the best experts on your brand are your people. If training is to stick and become ‘how we do things here’, your people need to have a central role and voice in designing it.
We help you create a design team of training professionals, regional and team management and front-line staff. Their role is to provide advice, challenge, examples and reality checks on our experts’ designs. This ensures the learning experiences we create for you are relevant, realistic, engaging, and appropriate for your people, customers and business.
Giving all levels of your organisation a voice in shaping the solution, means greater engagement and buy-in to driving and sustaining success.
We know that learning takes place on the job as well as in the classroom, and that desired behaviours need to be reinforced and developed in the workplace if they’re to be sustained. That’s why we strongly recommend the training cascade approach.
We upskill and equip your people to train front-line managers. These managers, in turn, are enabled and supported to deliver the training to their teams. We help them to be effective role models of the skills and behaviours they expect their people to demonstrate to customers - and we equip them with the key skills and tools to manage, motivate and develop their teams to deliver the desired customer experience.
We’re not trying to make them great training facilitators - we’re helping them be better people managers! From our experience, this is the best way of investing in long-term, sustainable behaviour change and one of the most rewarding, confidence-boosting experiences individual managers have.
We believe delivering a branded experience isn’t about creating scripts for your people or prescribing exact behaviours for every single customer interaction. It’s about creating the right environment, with the right back-stage support and information that supports your people to deliver your brand
We have a concept called ‘loose-tight’. Most organisations are very ‘loose’ when it comes to what their brand stands for and the kind of experience they wish customers to have, but very ‘tight’ when it comes to telling employees how to behave.
Highly successful brands, such as Zappos, that have created truly differentiated experiences reverse these two. They are very ‘tight’ about what their brand stands for and the experience they wish to create, but ‘looser’ in its execution. They create freedom within a framework which allows each individual staff member to use their initiative and do what it takes to satisfy each, individual customer.
We believe that at the heart of every great brand, is a compelling story people want to be part of. Our job is to understand the foundations of that story and weave this into the training experience.
We invite your people to write the next chapter and play their part in the evolution and growth of your brand.
Find out more how customer experience training can help your people deliver your experience.
Contact Flora Marriott, who heads up our Employee Experience and Learning Design team.
t: + 44 (0) 207 064 4775
The approach they took has ensured buy-in at all levels within the businessDavid Rowntree
I learnt so much by being part of the training and design team. It is not overstating the case to say that it was a transformational period in my careerCathy Waterhouse
One of the Waterstones managers responsible for training her team